Black Friday & Cyber Monday Statistics 2018

Looking for the latest stats, facts and trends? We've got you covered.

Last Updated: December 17, 2018

 

It’s that time of year again when everything you could possibly need – or want – is going to be on sale. Every year Black Friday and Cyber Monday expose exciting deals and new buying trends that kick off the official holiday season. These two days, often planned for months ahead of time by consumers are showing year-on-year growth in all areas.

We've have worked diligently to compile a comprehensive list of Black Friday and Cyber Monday statistics, facts, and trends, as well as this year’s predictions. Please feel free to quote these stats in your own content, blogs, and editorial pieces.

Mobile Shopping

  1. In 2018 $2 billion of Black Friday sales came from smartphones alone, marking this year as the first to surpass the $2b mark in smartphone sales
  2. The average order value for smartphone buys in 2018 was $146 dollars, which is up 8.5% from last year
  3. Smartphones made up 33.5% all Black Friday sales (some even suggest upwards of 35.9% of all sales)
  4. 54% of consumers (approximately 89 million shoppers) multi-channel shopped over Black Friday and Cyber Monday, meaning they shopped both online and in-store
  5. 25% of people chose to only shop online, with 21% of people choosing in-store shopping only
  6. Multi-channel shoppers spent on average $93 more than single-channel shoppers
  7. Direct site traffic played a large role in online sales in 2018, making up 27.2 percent of all online traffic
  8. Paid search made up 24% of all online traffic, natural search 20.9%, and email brought in 20.3% of all traffic to online shops in 2018
  9. Social media traffic boomed this year, up 41% since last year
  10. People claimed social media played a role in inspiring their purchase decisions and was used as a tool to share the hottest gifts with friends and family
  11. Through Cyber Monday 2018, mobile devices accounted for 54.3% of all online traffic visits (the breakdown – 46.6% mobile devices, 7.7.% tablets)
  12. Buy and pick up in-store (BOPIS) was hot this year, up 73%
  13. 64% of people utilizing BOPIS services from major retailers such as Walmart, Target, and Kohl’s, made an additional in-store purchase while picking up their online orders
  14. Cyber Monday 2018 had high online conversion rates: desktop 7.4%, smartphones 3.9%, tablets 6.6%
  15. The big three – Amazon, Target, and Walmart – had the highest online conversions rates at 6, 4.5 and 4 respectively
  16. One of the biggest trends seen this year was a boom in spending on Thanksgiving Day right after turkey time – 4 pm shopping numbers spiked, peaking between 8 pm – 10 pm across all time zones
  17. Mobile traffic reached 68% on Thanksgiving Day
  18. Because of 2018’s Thanksgiving Day “Black Friday Deals”, marketers pushed notifications 159% more than last year (sending a whopping 107 million out) and sent 26% more emails (sending out 3.2 million emails
  19. Shoppers experienced an “Out of Stock” message on products 3.3% of the time Thanksgiving, 2.8% on Black Friday, and 2.4% on Cyber Monday, resulting in an estimated $484 million loss for merchants

Millennial Shoppers

  1. 94% of millennials will use a mobile device – tablet, laptop, or mobile phone – while holiday shopping.
  2. 88% of millennials will shop on Cyber Monday, surpassing the 68% of those over the age of 35 that will shop on that same day.
  3. 42% of younger customers would rather shop in-store on Thanksgiving, whereas 30% of millennials prefer brick and mortar shopping.
  4. Millennials search for deals on clothing (63%), video games and tech equipment (52%), and toys (48%).
  5. 64.4% of millennials will wait until Black Friday to start their shopping, where they expect to get the best deals.

Comparison Shopping Trends

  1. 55% of all consumers will check Amazon before looking elsewhere to buy.
  1. 46.4% of people claim that the quality of a product, not it’s price, is the driving force behind their purchase decisions.
  1. 38% of people will consider buying from you if you offer free shipping, and 19% will take advantage of price-matching and buy from you.

2018 Predictions

  1. It’s expected that 2018 online sales will reach a whopping $3.35 billion on Thanksgiving Day and $5.80 billion on Black Friday. This equals a 16.72% and 15.31% increase from last year's numbers respectively.
  2. The top three online stores you’ll have to compete with will be Walmart, Amazon, and Target.
  3. Mobile spending is expected to reach $1.51 billion Thanksgiving Day and $2.44 billion on Black Friday.
  4. Expect the Wednesday before Thanksgiving to turn up some sizable sales with a predicted $2 billion dollars across all industries online. If this hits, it will be yet another record.
  1. style=”padding-bottom: 16px;”The number of total shoppers in 2018 is going to rise above 180 million, up from 174 million shoppers last year.
  2. Early ad leaks will likely come from big-name online retailers such as Walmart, Best Buy, Target, and Amazon if you want to compete.
  3. Keep in mind that Thanksgiving Day comes early this year – November 23 – so be ready for early sales. For your reference, Thanksgiving lands on November 29 in 2019.

Black Friday Shopping and Spending

  1. Black Friday 2018 saw a record-breaking $6.2 billion spent, which is a 23.6% jump up from last year
  2. Walk in store shopping was down 1% on Thanksgiving and Black Friday, with RetailNext stating that it was actually down as much as 7%
  3. The average expenditure per person during 2018’s five day Black Friday stretch was at approximately $313.29 this year, which is a few dollars under last year
  4. Top Black Friday 2018 products: laptops, L.O.L Surprise, Fingerlings, Let’s Go Pikachu/Eevee, God of War
  5. You can expect 30%-40% of your annual sales to come from holiday shopping between Black Friday and Christmas if you do it right.
  6. Average growth in retail sales for November since 2010 is 4.6%.
  7. Retail sales spiked significantly in 2017, jumping up 5.5% since 2016 and amounting to $691.9 billion dollars in sales – all during the months of November and December.
  8. In 2017, Thanksgiving Day and Black Friday alone raked in an impressive $7.9 billion in online sales, up 17.9% from 2016.
  9. That said, last year was the first time online Black Friday sales topped the $5 billion mark, shattering the predicted $3.52 in online spending experts thoughts retailers would see across the board.
  10. The average per-person spending for Thanksgiving weekend 2017 was $335.47 – with $251 of that going towards gifts. Adding to that, older millennials aged 25-34 spent even more – $419.52 per person.
  11. 11% of shoppers in 2017 start their shopping journey before 5pm on Thanksgiving Day, with another 11% starting just one hour later.
  12. 69% of shoppers openly admit their plans to start shopping on Black Friday each year, with a whopping 49% fessing up to starting on Thanksgiving Day.
  13. Even though physical stores broadcast doorbuster sales, 44% of people still prefer to shop online.
  1. The average in-store discount is 20% for the entire week after Thanksgiving Day.
  2. The best online deals are usually found on Thanksgiving Day, not Black Friday, and average 24% less than full retail price.
  3. Thanksgiving Day is the best day to find online discounts for sporting goods, computers, apparel, and video games.
  4. Black Friday itself is best for finding deals on TVs, tablets, appliances, and jewelry.
  5. Households with an annual household income of $50,000 to $75,000 intend to spend the most on upcoming holiday sales, with those with incomes ranging between $150K – $300K the least likely to spend.
  6. Women edge men out by approximately 5% when it comes to wanting to spend come Black Friday and the holiday shopping season. That said, it’s the men that end up spending more dough ($651 on average against the women who will spend an average of $463).
  7. Over the past 10 years, people have spent an average of $704 on gifts, decorations, and food, though since 2009 the number has steadily increased to an average of $802 per person.
  8. Gift cards have been the most requested gift item during the holiday season since 2006, raking in billions of dollars a year. This number has spiked 28% over the past decade.
  9. Top discounted categories include: travel, office supplies, computers/electronics, clothing, gifts, books and news, home and garden.

Cyber Monday Shopping and Spending

  1. Cyber Monday smashed records raking in nearly $7.9 billion in sales (up 19.3% from 2017)
  2. Even Amazon stated they sold more on Cyber Monday than any other day in history including their summer Prime Day in July 2018
  3. Amazon claims they sold 18 million toys and 13 million fashion items from Black Friday through Cyber Monday
  4. Top Cyber Monday 2018 products: Fingerlings, L.O.L Surprise, Nintendo Switch, Laptops (Dell and Apple), LG TVs
  5. Cyber Monday 2017 was deemed the biggest online shopping day in history, with $6.59 billion in sales by the day’s end. Adding to that, brick and mortar shops’ foot traffic was down 2%, partly because more physical stores are opting to remain closed on Thanksgiving, cutting into their sales and revenue.
  6. 81 million people shopped online on Cyber Monday in 2017. More so, 75% of people used their at home computers, 43% of people used their mobile devices, and 13% used their work computers.
  7. 71% of people admit they’ll be shopping on Cyber Monday, making it more popular than the traditional Black Friday shopping that has been around for decades.
  8. Only 3 out of 10 people say they don’t plan to shop on either Black Friday or Cyber Monday, leaving their holiday shopping to another time.
  9. 65.2% of people have purchased an item on sale they found online and claimed they would have never bought it had it not been on sale.
  10. That said, 11 million Americans, or 47.8% of United States consumers, wait to buy clothing, electronics, major appliances, and furniture until Black Friday or Cyber Monday so they feel they get the best deal possible.
  1. The most important things to online shoppers include: low prices (90%), free shipping (86%), flexible return policies (80%), easy to use website (78%), pick up or in-store returns (66%), live customer service person (59%).
  2. Multichannel shoppers spent an average of $82 more than the average online shopper, and $49 more than in-store shoppers in 2017.
  3. 6% of people will engage directly with personalized product recommendations, boosting your holiday sales and accounting for nearly 30% of your total revenue.
  4. By the end of Cyber Monday, you can expect nearly 1/5 of all online shopping to be complete, leaving the rest to physical stores.
  5. Top Cyber Monday retailers of 2017 include Amazon (with 8 million transactions and 103 million visits) and Walmart (with 1.2 million transactions and 32 million visits). Amazon claimed 60% of all Cyber Monday sales and Walmart a mere 8.5% of all sales.

Black Friday History

  • Black Friday actually represented the financial crisis of September 24, 1869, when the U.S gold market crashed.
  • The term “Black Friday” was then coined in the 1960s to signal the start of the Christmas shopping season – (the term “black” referred to retailers making a profit, as opposed to being in the “red,” which meant a retailer was losing money).
  • However, this term still held a negative connotation as it referred to the chaos that ensued after Thanksgiving in retail stores where people went crazy shopping and stealing, to kick off the holiday season.
  • The positive term “Black Friday” finally came around sometime in the 1980s and people forgot about the horrible history behind Black Friday’s beginnings.
  • All of that said, some people still believe that the term “Black Friday” was actually coined in the 1920s to mark the day after Thanksgiving as the unofficial start to the holiday season. This is when the Macy’s Thanksgiving Day parade began and the hustle and bustle of holiday shopping became popular.
  • As Black Friday began to reveal itself as one of the biggest (and most profitable) shopping days of the year, retailers began (and continue to) capitalize on the power of this shopping day and run email campaigns weeks before the kickoff to get customers excited about what was to come.
  • Black Friday retailers first opened at midnight starting in 2011, leading other retailers to start their Black Friday sales on Thanksgiving Day the very next year

Cyber Monday History

  • After noticing a ton of online sales appearing on the Monday after Black Friday in retail shops across all industries, the National Retail Federation (NRF) starting calling it “Cyber Monday.”
  • By 2009 Cyber Monday spilled over into Cyber Week – in an effort to compete with retail giant Amazon, Walmart announced its sales would last five days.
  • Cyber Monday spending surpassed the $1 billion mark for the first time in 2010.
  • CNBC announced that Black Friday and Cyber Monday were one, and that the ultimate winner was the consumer – now retailers, whether brick and mortar or eCommerce, were on the line to provide the best deals.
  • As online shopping popularity boomed, eCommerce shops began offering heavy discounts on Cyber Monday; most notably Target began offering 15% off sitewide and has done so every year since 2015 to entice more online shoppers.
  • Cyber Monday sales: 2013 ($1.74 billion), 2014 ($2.04 billion), 2015 ($2.28 billion), 2016 ($2.67 billion), 2017 ($3.36 billion), 2018 ($7.9 billion)

Historical Total Amount Spent on Black Friday

YearSpent Per ShopperTotal Spent (billion) Percent Increase
2017$967.13$682.002.9%
2016$935.58$655.803.5%
2015$805.65$626.103.2%
2014$802.45$655.803.6%
2013$967.13$682.004.0%

Sources & References